Truth in advertising

I’ve always been wary of products that use professional commercial models to play parts in their advertisements. Maybe because I bump into these people off-camera and I know those who play fathers in these TV ads aren’t real dads and the children in the storyboards are not their kids. Where is truth in advertising there?

I once came across a print ad that sells houses in a subdivision in Parañaque and the model residence used in the photo was five blocks away from our home in La Vista off Katipunan Road in Quezon City. I tore up the page in disgust.

The truth is, there had always been a problem regarding truth in advertising. In the ‘50s, the first Miss Universe winner, Armi Kuusela, was summoned to appear before the Senate (yes, even in those days, they were already staging circuses in the Senate). The Finnish beauty had married a Filipino, the late Virgilio Hilario, raised a family in the Philippines and endorsed a milk brand. The Senate wanted to know if she really used that brand of milk. Whether they were able to ferret the truth from her was immaterial. They just wanted a show and true enough, the Senate Hall (now site of the National Museum) was filled to the rafters with spectators who wanted to get a glimpse of the blonde former beauty queen.

Apparently, life was simpler in those days. You need not get involved in a sex video scandal to get invited to the Senate. But the problem regarding truth in advertising remains to this day.

In my last year in college, we partied with some friends and one of them was a minor beauty titleholder, with radiant, clear skin. She never had pimples — until she endorsed a beauty product that was supposed to whiten skin and rid it of acne and blemishes. Obviously, the first and only time she used the product was on the day they shot the commercial (she had to show how to apply the cream) and it turned out she was allergic to it.

Today, practically every celebrity endorses products. I believe, however, that the endorser has a responsibility to the public by trying out the product first — making sure they like it and, more importantly, USE it.

One of the most difficult to endorse are fitness centers. If you have a gym sponsor, you have to look fit and those tapped for endorsements are those who have embraced working out as a lifestyle.

A previous endorsement I did was for the clothing company Jewels. All I had to do was wear the shirts to the show and thank the store. Off-cam, I wore those, too, except to dressy engagements because the company doesn’t carry formal suits. Too bad, my booking agent and the owners (who are very nice people) had a falling out and I had to stick it out with my agent, who is a good friend.

A month ago, Flawless took me in officially to endorse their products and services. I’ve always had a wonderful relationship with Flawless from the time it opened in December 2002. Although I was with Belo, I would go to Flawless for some minor procedures — like to have a zit zapped or have my nasty blackheads removed.

Last year, however, I traveled a lot. I would fly in and fly out again and that took its toll on my skin. When Flawless opened its branch in Greenhills (near Unimart) in September and I had to be among those to cut the ribbon, Annabelle Rama (whose son Richard Gutierrez is a prime endorser) saw me and advised me to do something because I had started to look worn out.

The doctor assigned there that time, Dorothy Carreon, recommended derma roller. I did a few sessions and it rejuvenated my skin and the scars I had from a bout with chicken pox and from some stubborn acnes of my youth became less visible. I know some dermatologists scoff at the idea of still using derma roller because it is so ancient. But it worked — and it is non-invasive since it doesn’t even require electricity to operate it. Soon enough, I would sit down with patients in Flawless Greenhills and tell them about the procedure. Some followed suit and were happy with the results.

Flawless owner Rubby Sy and marketing director Francis Labora later made me try their iSkin products. iSkin is supposed to be applied morning and afternoon, but since I couldn’t find time in the morning, I would use the products only once a day. But in less than a month, I already saw the difference. There is something about iSkin that makes the skin look radiant.

One time, I visited Flawless in Robinsons Galleria and I saw Pinoy Big Brother alumnus, the funny Jayson Gainza (we are gym buddies) and told him to get the iSkin set. Jayson basically has good skin, but hosting a travel show (Trip na Trip) could ravage his looks and iSkin has a very effective sunshield product he can use as protection outdoors. He is more than satisfied with the recommendation.

Lately, I’ve been seeing Dr. Carmita Nagtalon of Flawless for the photogen treatment that tightens the skin in all areas of the body (I do it for face and abs) and even brand consultant Jacqueline Thng was impressed with the outcome.

When I have the time I sometimes stay outside the Flawless clinic in Galleria (before going down to Gold’s to work out) and try to sell the Flawless services and products. I never thought I’d be able to do it because I’ve never sold anything in my life before.

Maybe endorsers of soap, shampoo and other consumer goods can also go the extra mile by visiting supermarkets and stand by the aisle that carries the products they sell on TV. It wouldn’t kill them to do that.

One thing I can say about the Flawless endorsers — they do visit the Flawless clinics. Mark Herras goes to Flawless Megamall and Greenhills and you can have your treatment side by side with him. Yasmien Kurdi goes to Robinsons Galleria, while new endorser Alyssa Alano goes to Flawless Marikina and also in Greenhills.

In Judy Ann Santos’ case, this woman is so busy, they send Flawless aestheticians to do body waxing on her on the set. One time, head doctor Michelle Cruz even went to Tandang Sora where Judy Ann was taping a TV show to perform a minor procedure on her.

One thing I admire about the Flawless team of doctors is that you can ask them questions about the products and services and they won’t tire answering your queries. Yes, for celebrity endorsers, it is important to ask, ask, ask the manufacturers questions about the product you are about to endorse. Your obligation doesn’t start and end with the shoot and pictorial. You need to know and believe in the product you are selling to the public.

With today’s skyrocketing prices, it is the celebrity endorser’s responsibility to make sure the consumers are getting their money’s worth. And this is the reason why we should continue to push for truth in advertising.